Best practices in interactive marketing dtl conference
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Best practices in interactive marketing presentation given at Distance Teaching & Learning Conference 2011

Best practices in interactive marketing presentation given at Distance Teaching & Learning Conference 2011

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  • This simplified process must be explained in terms of tracking components…
  • SEO – discuss relevant (e.g., lending vs. borrowing)
  • This simplified process must be explained in terms of tracking components…

Best practices in interactive marketing dtl conference Best practices in interactive marketing dtl conference Presentation Transcript

  • Best Practices in Interactive Marketing
    Building an Integrated Marketing Approach with the End in Mind
    Brad GibbsChief Growth OfficerPlattForm Higher Education
    Marcelo Parravicini
    Chief Marketing Officer
    Post University
  • How to get from here…
    Traditional
    Media
    Interactive
  • …to here?
  • Advantages of Integrating Your Online and Offline Marketing
    More than 50% of Post University enrollments come from inquiries directly attributable to online sources
    Jupiter Research indicates that nearly 70% of consumers report searching for the company name, product or service, or advertising slogan that they saw in offline marketing
    Integrated marketing consumer behavior
    Awareness
    Search behavior
    Goal Oriented / call-to-action
    Content/ Information acquisition
    Enrollment
    Repeat visit (remarketing)
    Word of mouth (social networking/referrals)
  • Start with the End in Mind
    What are your enrollment goals?
    • Do you have goals by program?
    • Do you have goals by location?
    What is your expected CPE?
    What does that include?
    • Do you have goals by program?
    • Do you have goals by location?
    What is your marketing budget?
    How many admissions reps do you have?
    How many inquiries are optimal for an admissions rep to work?
    What is your competition doing?
    How many competitors do you have in your market?
    How much are they spending?
    What is your unique selling point, message, and brand?
  • The Facts - Interactive
    Campus
    Online
    Average cost-per-lead for CPL programs?
    Average cost-per-lead for PPC programs?
    Average conversion from L-E for CPL programs?
    Average conversion from L-E for PPC programs?
    Average conversion from L-E for website leads?
    Average cost-per-lead from banners?
    $45
    $60
    $110
    $125
    3%
    1.5%
    7%
    4%
    12%
    8%
    . *These are for undergraduate programs
  • Let’s Do the Math
    CPE
    $4,000
    $3125
    $125
  • First Thoughts
    These guys don’t know what they are talking about
    …wait maybe they do?
    My boss is going to fire me if I show him this!
    What should you be thinking?
    Where do my other 22 enrollments come from?
    What if I improved conversions by as little as 1%?
    You over sit your starts because you just enrolled 107 new students. You lowered your CPE from $2,538 to $1,850.
    You keep your job, get a promotion and a raise.
    *And you are so excited you buy Marcelo and Brad a new car
  • Funnel Management
    Integrated Campaign
    The bulk of all inquiries will be received electronically
    Depending on the marketing channel, there are a number of metrics that must be monitored
    For the purpose of measuring education inquiry conversion, the most critical metrics are:
    Cost-per-lead
    Cost-per-enrollment
    Reach
    Inquiry-to-start conversion
    Impressions
    conversion rate
    Visitors
    Inquiries
    Applications
    New enrolled students
  • Predictable ROI – Marketing and Sales Must Be Integrated
  • Quality and Process… …critical for Success!
  • Inquiry Response Time is Key!
  • Interactive Marketing Options:Search Engine Optimization (SEO)
  • Interactive Marketing Options:Search Engine Optimization (SEO)
    • The education landscape is highly crowded and competitive – in order to maximize the institution’s share-of-voice, SEO must be a component of an integrated interactive marketing strategy
    • Keyword optimization continues to be incorrectly perceived as the main/key component of SEO
    • Trust/authority of host domain, link popularity, and anchor text of external links are critical components of a well executed SEO campaign
    • Other SEO components include:
    • Search-engine-friendly web design
    • Use of meta/title tags
    • Content relevancy (e.g., consumers search for borrowing, refinance, not lending)
    • Social media metrics
  • Interactive Marketing Options: Paid Search (PPC)
    Integrated Campaign
    PPC is an effective way to gain share-of-voice when organic rankings are not present
    Effectiveness of campaign is dependant on targeted search phrases
    Broad search phrase results in high impressions, low number of clicks, and non-targeted click-throughs
    Targeted landing pages are critical to visitor-to-inquiry conversion
    Ad copy sets the visitor’s expectations
    Each targeted search phrase must be considered in terms of landing page content
    Both SEO and PPC listings for the same search phrase increases overall click-through rates
  • Interactive Marketing Options:Affiliate Marketing (A.K.A. Aggregators)
    • Aggregators are an effective way to maximize share-of-voice and an affordable source of targeted inquiries
    • CPI ranges from $35 to $120, depending on factors such as how the inquiry is transferred to an admissions center, or the degree program being promoted (e.g. undergrad vs. grad)
    • While CPI is, and should be an initial point of cost-to-market reference, overall conversion and cost-per-enrollment should be the key metrics used to measured ROI
    • For example, inquiries at a high CPI that convert higher than average are more desirable than low CPL inquiries that hardly convert…more is not always better!
    • Depending on a number of variables, aggregator inquiries convert anywhere from 1% to 4%
  • Industry Marketing Trends
    Increasing marketing and sales costs
    Aggregator’s organic traffic is being affected by Google’s algorithm resulting in CPL increases and lower conversions
    Aggregators seeking to make up organic inquiry flow are aggressively pursuing increases in paid search traffic, resulting in CPC increases
    Ongoing shift to awareness-based advertising strategies
    Challenge: Cannot generate large volume of inquiries, but significantly increases conversion over time
    Schools adjust marketing funnels targeting higher-quality programs that have better graduation / placement rates
  • Tracking Media
    Traditional media (e.g., broadcast & print) can be an important component of an integrated interactive marketing plan
    Effective call-to-actions can drive highly targeted traffic to a specific, unique URL, or to call a unique 800 number
    Challenge: Are you reaching the right demographic?
    Awareness campaigns are effective at increasing both paid search and organic traffic
    Brand awareness is likely to drive traffic away from the intended action
    Challenge: It is not always possible to track all traffic to a specific buy
  • Integrated Approach
    73 inquiries interacted with a different source prior to becoming an inquiry!
    "Right now, most marketers have one agency for TV, and a different agency for online searches. They should seriously consider integrating those two functions," said Wilbur. "In elasticity terms, the effect of TV advertising on consumers' choice of branded keywords is about as large as its effect on sales."
    http://www.youtube.com/watch?v=zQaIa274DWU
  • It’s More Than Just Facebook
  • Conversational Marketing:Who’s Driving the Conversation?
    Social media has become an important source of peer-to-peer feedback about products and services
    Opens communications with both current and prospective students
    Challenge: negative postings! There is such thing as disgruntled students
    Opportunity: address problems and concerns as they arise, resulting in an improved brand image
    Students looking for information are more likely to post a question on a social network than to call the university directly
    No room for big brother here! Student participation decreases when monitoring is perceived, however, it is at times expected
    To effectively integrate social media as part of a conversational marketing strategy, institutions must:
    Ignite and engage in conversations
    Offer customer service via social media
    Provide a platform for conversations? Blogs!
  • The End in Mind
    http://www.youtube.com/watch?v=Ru8NqeKYABE&feature=fvst
    Students are enrolling students
  • Questions?
    Contact us at:
    Brad Gibbs brad.gibbs@plattformad.com
    Marcelo Parravicinimparravicini@post.edu